跨境电商独立站是什么?
发表于:2022-11-24 10:23:32浏览:13次TAG:
目前跨境电商零售的渠道主要分为两种,一种是大型的电商平台,如亚马逊、eBay、Wish等等,还有另外一种自建站,也就是自己创建一个可以销售的网站,通过各种方式引流,将客户引到自己的网站上进行购买,比如现在做的比较大的像SHEIN、Anker、环球易购、棒谷等。
不同国家的消费者购物习惯也是有区别的,目前国内比较倾向于淘宝、天猫以及京东等的大型综合平台购物,不同的是海外用户对独立站的接受度非常高,而且更愿意在各品牌的官网进行购物,这就是构成了很多品牌更愿意花钱建设独立站的愿意。
大家都知道现在想要做好电商推广引流是必须的,因此在第三方平台,消费者的购买卖家都是需要付出成本的,然后自建的独立站,特别是垂直类目的独立站,可以拥有自己真正的粉丝和忠实用户,可以运营成为自己的私域流量,并且达成多次购买,从而逐渐打造属于自己的品牌,对塑造企业品牌是非常好的。
在大型的电商平台,买家的所有行为数据和信息都是属于平台的,只是在你店铺留下交易记录,后期要是关店,没办法进行追踪的,这对于一些想要打造自己品牌的商家是非常不利的,无疑是堵上了他们通往品牌之路的通道。而自建的独立站就不一样了,不管是买家的交易信息还是个人信息都是100%属于商家自己的,后期要是维护好,可以实现数据的安全和增值,可以对这些客户进行二次开发,源源不断的挖掘数据价值。
独立站相对自主权高,可以避免规则制约,因为平台四自营的,灵活性非常高,不用担心平台规则变动而引起的运营效果不佳,同时可以通过产品独特的设计提高产品的溢价空间。而且交易佣金成本低,减少了向第三方平台缴纳的交易佣金或年费,同时客户支付时收取的服务费也比较低。
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